Dietary behaviour as a form of collective action: A social identity model of vegan activism.

Adopting plant-based, or vegan, diets can have a number of benefits, including mitigating climate change, promoting animal welfare, or improving public health. In the current research, we use social psychological theory to better understand what motivates vegans to engage in collective action on behalf of this social group - that is, what motivates individuals to promote, or encourage others to adopt, a vegan lifestyle. We develop and test a Social Identity Model of Vegan Activism, which highlights the roles of individuals' social identities, sense of efficacy, emotions and moral convictions in fostering collective action. In two pre-registered studies, the first with self-identified vegans from Australia and the UK (N = 351), and the second with self-identified vegans from the UK and the US (N = 340), we found that individuals more frequently engaged in vegan activism (i.e., actions to promote vegan lifestyles) when they had stronger moral convictions (i.e., deontological or consequentialist), greater collective efficacy (i.e., beliefs that vegans can make a positive difference), anger (i.e., when thinking about the reasons why they are vegan), and identification (both with vegans, and with animals). Deontological and consequentialist moral convictions had significant indirect effects on vegan activism via different mediators. We conclude by discussing the implications and importance of studying dietary behavior from a social identity perspective, including its ability to help explain how and why individuals become motivated to not only adopt a certain (e.g., vegan) lifestyle themselves, but to also 'act collectively' on behalf of that shared group membership (e.g., promote vegan-friendly behaviors). We also highlight some key insights for policy makers and campaigners aiming to promote plant-based diets.

Folk Theories of Artifact Creation: How Intuitions About Human Labor Influence the Value of Artifacts.

What are the consequences of lay beliefs about how things are made? In this article, we describe a Western folk theory of artifact creation, highlighting how intuitive dualism regarding mental and physical labor (i.e., folk psychology) can lead to the perceived transmission of properties from makers to material artifacts (i.e., folk physics), and affect people's interactions with material artifacts. We show how this folk theory structures the conceptual domain of material artifacts by differentiating the contemporary lay concepts of art/craft and industrial production, and how it influences people's evaluations of different types of artifacts and their makers. We propose that the folk theory and lay concepts of art/craft and industrial production are best understood within a specific sociohistorical context, and review potential sources of cross-cultural and cross-temporal variation. We conclude by making recommendations for future research and examining the implications for promoting environmental sustainability and social justice in production systems.

From toilet to table: value-tailored messages influence emotional responses to wastewater products.

BACKGROUND: Products made from recycled organic materials are an important part of a circular economy, but the question is whether they will be adopted by the public. Such products can elicit strong emotional responses and public resistance. As a case in point, we studied products made from sewage waste, such as recycled toilet paper, which can serve as material alternative to wood and plastic when making household items (e.g., tables). In an experimental study, we investigated the role of values in emotional responses to such wastewater products, and whether emotional responses were influenced by value-tailored messages. We expected that people would experience positive emotions towards products that supported their values, especially when the messages emphasised the benefits of these products for their values (e.g., when the products were presented as good for the environment). We presented participants with one of two messages describing wastewater products as having positive implications for either biospheric values (i.e. positive consequences for the environment) or hedonic values (i.e. positive consequences for personal enjoyment). We predicted that the relationship between values and positive emotions would be stronger when the messages emphasised the positive implications of wastewater products for one's core values. Additionally, we predicted that emotions would be associated with acceptability and intentions to purchase the products. RESULTS: The more strongly people endorsed biospheric values, the more positive emotions they reported towards wastewater products. As expected, this relationship was stronger when the environmental benefits of products were emphasised. Hedonic values were significantly but weakly associated with more negative and more positive emotions, and this did not depend on the message framing. However, we found that emphasising pleasurable benefits of wastewater products reduced positive emotions in people with weaker hedonic values. Positive and negative emotions were significantly associated with higher and lower acceptability of the products and intentions to purchase the products, respectively. CONCLUSIONS: Our findings have implications for the effective marketing of wastewater products. For people with strong biospheric values, emphasising the positive environmental consequences may promote wastewater products. Such biospheric messages do not seem to make the products less (or more) appealing for people with strong hedonic values, who do not generally have strong emotional responses to these products. We discuss the theoretical implications of our findings and avenues for future research.

'Distancers' and 'non-distancers'? The potential social psychological impact of moralizing COVID-19 mitigating practices on sustained behaviour change.

COVID-19 mitigating practices such as 'hand-washing', 'social distancing', or 'social isolating' are constructed as 'moral imperatives', required to avert harm to oneself and others. Adherence to COVID-19 mitigating practices is presently high among the general public, and stringent lockdown measures supported by legal and policy intervention have facilitated this. In the coming months, however, as rules are being relaxed and individuals become less strict, and thus, the ambiguity in policy increases, the maintenance of recommended social distancing norms will rely on more informal social interactional processes. We argue that the moralization of these practices, twinned with relaxations of policy, may likely cause interactional tension between those individuals who do vs. those who do not uphold social distancing in the coming months: that is, derogation of those who adhere strictly to COVID-19 mitigating practices and group polarization between 'distancers' and 'non-distancers'. In this paper, we explore how and why these processes might come to pass, their impact on an overall societal response to COVID-19, and the need to factor such processes into decisions regarding how to lift restrictions.

Functions of Utopia: How Utopian Thinking Motivates Societal Engagement.

Images of ideal societies, utopias, are all around us; yet, little is known of how utopian visions affect ordinary people's engagement with their societies. As goals for society, utopias may elicit processes of collective self-regulation, in which citizens are critical of, or take action to change, the societies they live in. In three studies, we investigated the psychological function of utopian thinking. In Study 1, measured utopianism was correlated with the activation of three utopian functions: change, critique, and compensation. In Study 2, primed utopian thinking consistently enhanced change and criticism intentions. Study 3 also provided evidence that mental contrasting-first imagining a utopian vision and then mentally contrasting the current society to this vision-underlies the facilitative effect of utopian thinking on societal engagement.

Ignored faces produce figural face aftereffects.

Following adaptation to faces with contracted (or expanded) internal features, faces previously perceived as normal appear distorted in the opposite direction. This figural face aftereffect suggests face-coding mechanisms adapt to changes in the spatial relations of features and/or the global structure of faces. Here, we investigated whether the figural aftereffect requires spatial attention. Participants ignored a distorted adapting face and performed a highly demanding letter-count task. Before and after adaptation, participants rated the normality of morphed distorted faces ranging from 50% contracted through undistorted to 50% expanded. A robust aftereffect was observed. These results suggest that the figural face aftereffect can occur in the absence of spatial attention, even when the attentional demands of the relevant task are high.